Looking behind the label: Firm-centric brand storytelling and the development of local consumption spaces

Local Development & Society Pub Date : 2023-02-06 DOI:10.1080/26883597.2023.2175713

M. Mars

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Abstract

ABSTRACT The contributions of firm-specific branding strategies to neolocalism and relocalization agendas have been largely overlooked within the local development literature. This article explores the strategic nature and relevancy of firm-centric brand storytelling to localized entrepreneurship and local development through a qualitative single case study of an Arizona craft brewery. Data originated from a label catalog consisting of 137 unique designs and nearly 40 hours of semi-structured and unstructured interviews with the brewery founder and lead designer. Drawing on visual design storytelling and iconology, analysis revealed how firm-centric branding can be strategically deployed to create local consumption spaces in which consumers can develop deeper and more intimate connections with localized firms within their home communities and locales. The local consumption space developed from firm-centric brand storytelling is characterized by the following features: idiosyncrasy, inclusivity, interconnectedness, and unfolding development. Recommendations for future research and strategic practice by localized entrepreneurs are provided.

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从品牌背后看:以公司为中心的品牌叙事和当地消费空间的发展

在当地发展文献中，企业特定品牌战略对新地方主义和重新定位议程的贡献在很大程度上被忽视了。本文通过对亚利桑那州一家精酿啤酒厂的定性单一案例研究，探讨了以公司为中心的品牌叙事对本地化创业和本地发展的战略性质和相关性。数据来源于一个包含137个独特设计的标签目录，以及对啤酒厂创始人和首席设计师近40个小时的半结构化和非结构化采访。通过视觉设计、故事叙述和形象学，分析揭示了如何战略性地部署以公司为中心的品牌，以创造当地的消费空间，使消费者能够在其家庭社区和地区与当地公司建立更深入、更亲密的联系。以企业为中心的品牌叙事发展起来的本土消费空间具有特质性、包容性、互联性、展开性等特征。最后，对本土企业家未来的研究和战略实践提出了建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Local Development & Society

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